Ray-Ban

Feb 2025

Ray-Ban’s 2025 The Icons campaign marks a sophisticated return to form for the legendary eyewear brand, leaning heavily into a refined, editorial aesthetic that prioritizes timeless character over fleeting trends. Under the creative direction of Fedra Malara and Filippo Vezzali, the project delivers a series of arresting portraits that highlight the structural integrity and design heritage of the brand’s most recognizable silhouettes. Photographer Jordan Hemingway captures the subjects with a precision that bridges the gap between commercial appeal and high-fashion sensibility, utilizing a deliberate blend of studio strobe lighting and softer, cinematic natural light. The styling, curated by Vittoria Cerciello, pairs classic browline glasses and modern cat-eye frames with structured tailoring—ranging from pinstripe blazers to oversized denim—creating a tactile interplay between the crisp lines of the eyewear and the rich textures of the garments. Featuring models such as Georgia Palmer, Hezhizi Liu, and Silas de Maat, the imagery maintains a clean, minimalist focus that allows the iconic red branding to anchor every composition. By eschewing over-saturated digital effects in favor of professional, focused portraiture, the campaign reads as a masterclass in visual consistency. It is a calculated evolution that reinforces the brand’s status within the fashion industry, successfully positioning these classic pieces as essential components of a contemporary, high-end wardrobe while retaining the rugged, bold identity that has defined the label for decades.

Editorial, Vertical, Commercial

Studio strobe

Eyewear, Fashion